Our first post in the new Do-It-Differently series, featuring fresh ideas from the field. Thanks to Renee Thompson, director of philanthropy, Second Harvest Food Bank of Middle Tennessee
Tested Turnaround! Introducing a new fundraising spokesperson—one of our clients (an individual who’s benefited from our donors’ support).
Keeping It All about Our Donors, Not Our Organization
Traditionally, our ED produced all year-end content, reviewing the past year’s work and impact. That’s how most organizations do it, after all.
Guest blogger Rob Wu is CEO of CauseVox, a crowdfunding and peer-to-peer fundraising platform used by nonprofits to create fundraising websites.
Today, fundraising extends far beyond motivating people to donate. We want engagement, we want other actions, and we want to build a relationship! We also want as many people as possible rallying for our cause.
Here’s where peer-to-peer (P-to-P) fundraising comes in, as a reliable method of leveraging your existing audience to raise money on your behalf. It’s a great way to reach a broader audience, activate new donors, and re-engage current supporters.
You tell us that your biggest challenge is getting your peer-to-peer fundraisers prepared, informed, and engaged. This five-part fundraising toolkit will be a great help: READ MORE
Shaping messages to be relevant to the people we want to to engage and spur to action is the most reliable path to productive marketing. Relevance rules!
But there’s more you can do, once you get to relevance. Over the last few months, my passion to find, analyze and guide you to the most effective messaging possible has uncovered a few additional secret ingredients that are absolute magic. Today, let’s talk surprise…
Guest blogger Guy Arceneaux is Director of Marketing and Communications for Meals on Wheels of Central Maryland.
Here’s my top takeaway from my first three months on the job at Meals on Wheels of Central Maryland: Smaller, more nimble nonprofits like ours typically know their audiences better—so are far more connected with them—than do most large, complex organizations.
That Was Then
In 2013, I was the Director of Marketing for an international humanitarian development nonprofit. The annual budget was nearly one billion dollars, with our $2.3 million marketing budget funding the work of three departments and 13 staff members. Sounds like a lot, right?
You have a priceless, DOABLE opportunity to position your organization, programs, services, campaigns, and events in audiences’ hearts, minds, schedules, and wallets: Relevant messages!
Your tagline is the heart of your message platform. If crafted right, these eight words (or less) will complement your organization’s name to convey its unique impact or value with personality, passion, and commitment.
Take a look at this one from the South Carolina Children’s Theatre (SCCT): Totally professional. Delightfully immature.
Read Part 1 first
Metric mania! It’s all around us. Unfortunately, when we try to measure too many marketing measures, all we get is frustrated. Even for nonprofit communicators in large, well-staffed organizations, there’s rarely enough bandwidth to capture, analyze, share and use many marketing insights.
But there is a better way…I urge you to take these three steps to identify five or fewer insights that will make the MOST DIFFERENCE in boosting marketing impact: